The report looked at data around bottled water, baby food, and beer. Bottled water is bought in 84% of all U.S. households. Within that consumer base, 51% of those households are also podcast listeners and 22% are avid podcast fans, people who define themselves as “extremely interested” in a genre of the audio shows. The annual spend on bottled water for podcast listeners is $52.33, compared with $56.16 for avid fans. The whole podcasting audience influences more than $2.8 billion in bottled water sales each year.
Similar trends bore out in the other two categories. Avid listeners spent a bit more annually on the segment than their more casual counterparts. Even though a smaller number of households are buying baby food or beer, more than half of their consumer bases are podcast listeners. Both segments had 23% of their households identify as avid podcast listeners. Podcasting listeners influence annual sales of more than $1.1 billion for baby food and nearly $3.05 billion for beer.